This paper describes the development of lateral flow immunochromatographic assays (ICAs) using colloidal Au sphere (SP) and nanorods (NRs) as signal markers for the determination of zearalenone (ZEN) in cereals. The developed ICAs can detect the analyte ZEN within a short time (10 min), and achieve lower limit of detection (LOD). This is the first time that the AuNRs are used as signal probe in immune test strip for ZEN detection. For colloidal AuSP immunochromatographic analysis (AuSP-ICA), the LODs in solution and spiked cereal sample were 5.0 μg L−1 and 60 μg kg−1, and for AuNRs immunochromatographic analysis (AuNRs-ICA) the two LODs achieved 3.0 μg L−1 and 40 μg kg−1, respectively. These two proposed ICAs have minor cross-reaction to the structural analogs of ZEN, and no cross-reactivity with aflatoxin B1, T-2 toxin, ochratoxin A, deoxynivalenol, fumonisin B1. Both of the developed ICAs can specifically and sensitively detect ZEN in cereals, providing an effective strategy for rapid screening and detection of ZEN in a large number of food samples.